Cosmetic surgery and procedures

Helpful information on the advertising rules for cosmetic surgery and procedures, and examples of previous Advertising Standards Authority rulings in this area.

The advertising of cosmetic surgery is a sensitive topic with concerns being raised about the trivialisation of a serious medical procedure and undue pressure on potentially vulnerable consumers. But the rules do not prohibit providers of these services from advertising as long as they stick to strict rules designed to protect consumers and to ensure all ads for cosmetic surgery and procedures are socially responsible.

Cosmetic surgery is not a decision that should be taken lightly and we take a firm line on ads that trivialise a cosmetic procedure or put pressure on individuals to make quick-buying decisions. Ads should not imply procedures are quick and easy with minimal invasiveness and recovery time if they aren’t, and we advise advertisers to always highlight the need for a consultation before booking a procedure and any risks associated with cosmetic surgery.

The advertising rules also state that ads for cosmetic surgery and procedures need to be scheduled and targeted appropriately in order to minimise the risk of children seeing an ad which has the potential to have a negative impact on their body image.

As well as making cosmetic surgery ads responsible, advertisers providing these procedures should also not mislead the public. Surgeons should only describe themselves as ‘qualified’ in their ads if they are on the Specialist Register of the General Medical Council and have the relevant certifications or qualifications. Furthermore, surgeons should only describe themselves as ‘experienced’ if they are able to prove they have practiced their surgical specialty for at least 6 years.

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Latest rulings

Transform Hospital Group Ltd t/a Transform
- Upheld
- Email
- 11 May 2022
We banned an ad for trivialising plastic surgery.
PCK SKIN (Manchester) Ltd t/a SkinSpaceUK
- Upheld
- Internet (website content)
- 03 August 2022
An ad on the company’s website stated that treatment could eliminate dark circles around the eyes without sufficient evidence
Secret Surgery Ltd
- Upheld
- Social media (own site)
- 13 July 2022
Ads on Instagram and Facebook promoted a prescription-only medicine and irresponsibly put pressure on consumers to have Botox procedures.
Transform Hospital Group Ltd t/a Transform
- Upheld
- Social media (own site)
- 13 April 2022
We banned an ad for breast augmenation for being socially irresponsible.

View all rulings

Cosmetic surgery and procedures

Helpful information on the advertising rules for cosmetic surgery and procedures, and examples of previous Advertising Standards Authority rulings in this area.

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Latest rulings

Transform Hospital Group Ltd t/a Transform

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Secret Surgery Ltd

Transform Hospital Group Ltd t/a Transform

Help getting it right

Popular advice

Beauty and Cosmetics: General

Guidance on the marketing of surgical and non-surgical cosmetic procedures

Beauty and Cosmetics: The use of production techniques

Relevant codes